Lululemon Testing Tween Concept
Lululemon, the upscale yoga and athletic apparel retailer,
is getting set to debut a new concept developed for girls between the
ages of six and 12.
Ivivva Athletica, the new concept, will launch
in November at three locations in Canada and will include apparel “designed
for function sports such as gymnastics, dance, figure skating, field
hockey, track and field and soccer, as well as all-day versatility.”
Deanne Schweitzer, head of global strategy for Lululemon,
said the chain developed the new concept based on requests from customers
for a line of products for younger consumers.
“The garments won’t look
like a mini version of Lululemon,” Ms.
Schweitzer told the Financial Post. “This
brand is going to have unique technical features and [it is] a bit
more colorful, more adventurous. These kids don’t want to look like
Christine Day, CEO of Lululemon, said in a statement,
“We believe this market is underserved and we are excited to create
something to inspire a younger generation to be physically active.”
While many tween and teen concepts have fallen flat in recent years,
Anthony Stokan of the retail consultancy Anthony Russell and Associates,
believes that Lululemon has a legitimate shot to make it work.
live vicariously through their children,” Mr. Stokan
told the Financial Post. “Incorporating
that younger age group–I can absolutely see that working for Lululemon.
They have done a spectacular job at selling the mythology of ‘yoga-inspired’
[clothes] to the yummy mommies, but 80 percent of the people buying
it love what they are buying as a fashion statement.”
Questions: Is there a market for a concept like Ivivva Athletica? Will
its Lululemon parentage be a positive or negative with the young consumers
Ivivva Athletica hopes to attract?
- Lululemon Athletica Inc. Introduces
Ivivva Athletica – Lululemon Athletica Inc.
looks to grab slice of tween market – Financial